Google AdWords Philosophy is Flawed
At its heart the AdWords program is simple: we bring our users and advertisers together at the moment when their interests intersect. Users find what they're searching for, while advertisers find pre-qualified customers who are actively looking for exactly what they have to offer.This is true of search engine advertising. Trouble is, AdWords is actually search engine advertising plus contextual advertising. If you run a campaign with the content network turned on (it's on by default when you create a new campaign), you're running ads on AdSense sites. That's NOT search engine advertising. People browsing sites displaying AdSense ads are NOT "customers who are actively looking for exactly what they have to offer." Not by a longshot. Google, please edit your philosophy document. It's seriously flawed.
Alternatively, for The Google AdWords Philosophy to be true, the AdWords platform needs to be changed. Changing the advertising platform to adhere to the philosophy might actually be beneficial to Google's AdWords customers. Here are the changes I prescribe:
- Don't mix the distribution of search ads and content ads. Split the existing keyword-targeted campaign into two options: keyword-targeted search and keyword-targeted content.
- Don't let users of the Starter Edition use content ads. They already cannot create site-targeted campaigns but they are opted into the content network via a single keyword-targeted campaign.
Am I being pedantic here or is the AdWords philosophy flawed?
Technorati tags: adwords philosophy, google adsense, search engine advertising, contextual advertising, search+ads, content ads, ppc, pay per click, internet marketing, keyword-targeted, site-targeted